Problem: Develop a new in-store experience that encourages and fosters children's creativity and imaginations by breaking rules and coloring outside the lines.
Insight: A child allowed to create is an opportunity to grow and nurture natural talent.
Solution: The Lego Playbox. In-store technology that transforms a child’s creativity into a Lego kit.
Art Director: Shane Matula
✿ 2022 Austin ADDYs Best of Show - Outdoor ✿ 2022 Austin ADDY’s Gold - Outdoor ✿ 2022 Austin ADDY’s Bronze - Print
IN-STORE EXPERIENCE
Children bring their original artwork into the Lego Store and scan it using the Lego Playbox Station. The Playbox will dispense Lego bricks and instructions on how to bring their creation to life. Kids can also explore their creations on a larger scale using virtual reality.
OUT OF HOME
A mall installation made up of children’s doodles leads parents and kids directly to the Lego Store and the Playbox experience.
Headline: Color outside the lines
Copy: and off of the page and onto the table and all over the floor and in every corner and all across the walls and down the stairs and throughout the kitchen and around the dog and through the front door and down the sidewalk and through the grass and past the mailman and up the tree and through the clouds and with the birds and on the roofs and down the fire escapes and in the trash cans and on the streets and in the car and on the windows and all the way to the Lego Playbox
Four-page insert in a parenting magazine includes a 3D pop-up of a Lego Kit.
SOCIAL POSTS & INSTAGRAM GRID
Instagram posts show how a child’s doodle becomes a Lego kit using Lego Playbox.
Playbox playoffs
The Playbox Playoffs, an interactive competition using Instagram Stories, allows kids to win Lego kits. Kids doodle outside the lines and parents enter their creations on Instagram using the hashtag #legoplaybox. Doodles are selected by Lego and entered on a bracket for public votes.
Here’s how the competition works:
The most popular creation becomes a Lego kit. The winner receives free Legos for a year and will be featured on the Lego Instagram page.
TV
A Lego commercial bleeds into other commercials and programs showing how a young girl breaks boundaries.
